Toronto, ON – August 6, 2009 – One out of every 150 children suffers from a nut or peanut allergy and with many schools across Canada now enforcing strict rules, parents are looking for ways to make purchasing peanut-free products convenient.
To make this sometimes difficult task easier, Loblaw Companies is introducing some new and traditional peanut-free favourites from the President’s Choice® and no name® brands. To ensure peanut-free products are easier for parents to identify, products include prominent on-package logos and stores from coast-to-coast have incorporated displays marked with peanut-free snack signs, so parents can quickly find snacks suitable for allergic and school-aged children attending peanut-free schools and childcare facilities.

“As Canada’s largest grocery retailer, Loblaw is committed to expanding our product lines to reflect and serve the changing dietary needs of Canadians, especially for those who suffer from life threatening allergies,” says Paul Uys, Vice President of Control Label & Fresh, Loblaw Companies Ltd. “We know that nut allergies are a serious issue and Loblaw is proud that the products we produce in our off-site, peanut-free baking facility will provide peace of mind and great-tasting new options for Canadian families living with these allergies.”

"The AAIA welcomes the steps that grocery retailers such as Loblaw Companies are taking to serve the needs of Canadians with peanut allergies, as they recognize this is an important and growing market," says Mary Allen, CEO of Allergy/Asthma Information Association (AAIA).

Trusted for innovative quality and variety, President’s Choice and no name – Canada’s number one and two brands* – offer a range of peanut-free grocery items and freshly baked peanut-free products that provide alternatives for Canadians facing peanut allergies and parents of school aged children. Among the many peanut-free President’s Choice, no name and national brands offered, there are 10 select President’s Choice freshly-baked products produced off-site in Loblaw’s peanut-free baking facility.

With the introduction of six new freshly-baked products out of the 10 offered, Loblaw aims to revitalize the peanut-free fresh-baked goods category that has historically lacked availability and variety, with a focus on introducing wholesome, homemade flavours in its peanut-free snack offerings for kids and adults alike. Fresh Baked Peanut-free products include President’s Choice Teensy Weensy Muffins in Blueberry, Carrot, Banana and Chocolate Chip, new and individually wrapped and lunch-box ready, President’s Choice Soft Baked Cookies in Oatmeal Raisin, Oatmeal Cranberry and Chocolate Chip, and new President’s Choice Squares in Carrot Cake, Banana Cake and Brownie.

Parents are always encouraged to carefully read product labels to ensure safe family eating, but with clearly marked peanut-free snacks, Loblaw has taken some of the guesswork out of the cumbersome task of back-to-school shopping.

President’s Choice and no name products are available at Loblaws, Loblaw Great Food, Zehrs, Zehrs Great Food, Fortinos, Real Canadian Superstore, Loblaw Superstore, valu-mart, Your Independent Grocer, Atlantic Superstore, Maxi, Maxi & Cie, no frills, Provigo, Extra Foods and more. Product availability and pricing may vary by banner and region. For more information, visit www.pc.ca.

About Loblaw Companies Limited
Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food distributor and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ over 139,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President’s Choice®, no name® and Joe Fresh Style® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC® Points loyalty program.
1Peanut and Nut Allergies: The Facts, The Allergy/Asthma Information Association (http://www.aaia.ca/en/aboutAnaphylaxis.htm)
* Source: AC Nielson Storeview Brand Comparison

Great! It sounds like some companies are starting to figure out that there is a target consumer audience that is searching for products to buy.

As with most things allergy related, peanuts lead the way. I suppose it's because peanut allergy has been inthe news for much longer than other allergies. I suppose too, that the peanut is not that difficult to an ingredient to remove if manufacterers truly want to.

At our local store, the only PC peanut free banana bread had milk chocolate chips in it and the carrot cake had cream cheese icing. There must be a plain banana bread available also. I will have to keep looking.

_________________13 year old daughter -- lives with life-threatening allergies to milk, tree nuts and peanuts; seasonal allergies (birch, maple, ragweed); pet allergies; asthma; and eczema10 year old son - no allergies

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